Film industry should rethink its values Cambridge Judge Business School Discussions on Media, Arts & Culture

Dr Hadida has created her own 'Bridge Video' to communicate her research and believes the industry should step away from box office-driven evaluation to take in wider dimensions of a movie's overall performance. She suggests that box office receipts remain the focus because they are immediate, reliable and easy to collect when a film's actual profitability - overall cost against overall revenue - is neglected in favour of early theatrical revenue.